Apple Music is having a problem retaining its users, according to a new survey. Forty-eight percent of Apple Music users have stopped using the service, while only 11 percent of iOS users have tried the streaming service so far, according to MusicWatch. The music research company conducted a survey of 5,000 US consumers about their usage and knowledge about the service. In a statement to the The Verge, Apple has denied the 48 percent retention rate, stating that 79 percent of users who have signed up for Apple Music are still using the service.
Apple Music's retention rate is less than stellar
While the 11 percent usage level for Apple Music may seem low, it's right on par with usage levels for iTunes music purchases by iOS users, which is a good sign given that Apple Music is only two months old, but it could be much better. When current Apple Music users were asked if they would subscribe to the service once the trial ends, 64 percent said they were very likely, a decent rate, but not a great one for a company that loves to tout its customer satisfaction rates during every earning's call.
Sixty-one percent of current Apple Music users have turned off auto-renewal option for the service as well, a fact that will likely upset the music labels, who are withholding judgement on the service until the trial period runs out in October. There are some bright spots for Apple — 28 percent of Spotify Premium subscribers are also using Apple Music, and only 77 percent of iOS users are aware of Apple Music, leaving plenty of room for growth. But if this survey makes anything clear, it's that Apple Music may be in for a rough patch when it's time for users to pay up.
Update: August 18th, 4:15PM: In a statement to The Verge, Apple says that 79 percent of people who signed up for Apple Music are still using the service.
Verge Video: Apple Music hands on